I have chosen to assess Gatorade’s new G Series campaign. It consists of three separate products that are each to be used at a certain point in athletic activity. The first is 01PRIME (Gatorade.com, pictured to the right), it is to be taken 15 minutes prior to activity and has components very similar to an energy drink. It is high in B-vitamins and electrolytes, it’s meant to give a burst of energy right before a workout or competition. The second product is 02PERFORM (Gatorade.com, pictured to the left), which is their original product they’ve been selling for 40 years. It is meant to be consumed during an activity. The only changes are the fancy new name and updated packaging. The third is 03RECOVER (Gatorade.com, pictured below), it is to be taken post-exercise. The product is high in protein and helps the body recover from its exertion. It is comparable to many other post-exercise protein drinks but it also claims to be the first of which that actually quenches your thirst. The audience Gatorade is trying to reach is athletes that want to maximize their effectiveness at their given sport. They are also trying to aggressively penetrate two new markets, energy drinks and post-exercise protein drinks, that they have not previously thrived in, using their flagship beverage as part of the campaign. This campaign is currently running and has been for most of 2010.
The main slogan of the campaign is “The Game Has Evolved”. It attempts to drive home the point that as sports have evolved, Gatorade is doing its part to make sure the way you hydrate yourself does as well. This (http://www.youtube.com/watch?v=nWAjioAfDW0) is one of the first commercials I saw for this campaign. It shows older footage of athletes playing with subpar eq...
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...rkout protein shake companies like Muscle Milk
(http://www.tressugar.com/Muscle-Milk, as seen to the left) focus on image and physical appearance. Going to the gym so someone can look better at the beach and date more women. Gatorade is trying something new and using their current dominance in the sports drink industry to catapult them into these new markets.
This method seems to be highly effective from the outset. From what I have seen, being involved in many athletic activities, these new products have been popping up more and more frequently. I have even tried them myself. It is intriguing to see if performance really will improve by following the regimen Gatorade has provided. It is still too soon to tell if they will be extremely financially beneficial to Gatorade but they have been decisive, deliberate, and clear in their message to their consumers.
Gatorade sponsors many different franchises, players and associations, so its advertisements are always seen by many, so when they promote that their drinks are better than water for athletes during games and matches; one has to wonder if it actually is? Most of the time when something so big is advertised in TV commer...
Through this evidence, Gatorade is the most essential drink on the planet when it comes to revitalizing and replenishing the body. This is why top athletes in professional sports endorse and use this produce. The commercial for Gatorade ask “Is it in you?” Gatorade and other numerous sports drinks have become a very important part of today’s sports market, and it seems to be with good reason. Research has confirmed that for the most part, the claims made by companies such as Gatorade about the effectiveness of their sports drinks are true. Gatorade is a useful sports drink.
The ad features Kobe Bryant playing basketball at a court in California. The vitamin water bottle acts as his opponent. Kobe is wearing a black shirt and white basketball shorts. His outfit is simple so it doesn’t take away from the product. The ad is saying Vitamin water can give one the power to help get to your goal.
In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production.
In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different
The purpose of a campaign is to deliver a prospective consumer to the point of sale. Nike uses what is classified as a product oriented advertising campaign. Nike’s entire campaign is centered on convincing the consumer to purchase their product. The goal of most product campaigns is to educate and prepare the consumer to exhibit purchasing behavior, so that their company may become the leader in its market. Since Nike is already the leading athletic apparel company, their goal is probably to stay on top. Some of the major strategies used to achieve this goal are the use of television, magazine, and Internet advertisements.
Pathos is heavily used in the ad to make the target audience feel inspired. Since the ethos revolves around controlling one’s moral behavior, being “Like Mike” is being a winner, a champion in the minds of Gatorade. The ethical component also ties in with the exigence; the idea in which kids who drink Gatorade will play basketball like Michael Jordan. But logically we know that will not happen. Great basketball players do not become great due to consuming a sports drink. They become great basketball players due to practice, dedication, and perseverance. That is why this commercial works for its target audience. Children aspire to be absurd professions all of the time, and it’s normal. They are naive to reality but enticed with
After PDB acquired Crescent Pure in July of 2013, its management team was faced with a decision when discussing how the product was to be marketed -- some felt that the drink’s energizing ingredients would make it a better fit as an energy drink, while others felt that its hydrating elements would make it a better fit as a sports drink (Quelch, Zalsoh 2014). Crescent Pure was founded in 2008, as founder Peter Hooper wanted “a drink that would refresh, energize and enhance mental focus” (pg 2). However, Crescent Pure will be PDB’s first entry in the U.S., sports and/or energy beverage markets; therefore, in discussing the
Ever since 1965 Gatorade has been one of the top selling energy drinks in America. Gatorade has come a long way since its start and is now the official drink of several professional sport leagues. The company brings in over three billion dollars worth of revenue every year mostly due to their skill in advertising which is a crucial part of a company of such magnitude and Gatorade is known for their persuasive commercials. In the commercial chosen, several stellar professional athletes give the viewers details of some of their greatest failures. This caused each of them to work harder and become the athlete they are today by training harder and making them more determined. The Gatorade commercial that was chosen is a very effective ad because
Zmuda, Natalie. "What's a Sport? Gatorade Redefines to Broaden Target." Advertising Age News RSS. AdAge.com, 12 Apr. 2010. Web. 24 Mar. 2014.
The celebrity make-up of this commercial, consisting of stars such as Michael Jordan, the Manning brothers, and Serena Williams, is the main convincing point of this ad and that factor of credibility alone could convince a consumer to buy the product. However, that is not Gatorade’s main message. Normally, a company tries to project these endorsers as larger-than-life figures and ordinary people cannot help but feel inferior to them. This ad does the exact opposite in the sense that it humanizes these athletes and only talks about the failures in their careers. The ad begins with
to fight in the center of the arena, but have a sudden change of mind
One way of doing this is by using slogans to show what they have to offer. Gatorade uses catchy slogans to reach their target audience, and to show what their product can be used for. Gatorade uses slogans to identify the company’s mission and theme and reveal them to the consumer. One of Gatorade’s most recent slogans is “Float like a Butterfly, Sting like a Bee, ½ the calories, all the G.” Many people already recognize the first part of the slogan because it is associated with famous professional boxer, Muhammad Ali. But Gatorade is using this catch phrase as a means to describe how athletes want to compete on the field. Athletes want to perform their best and they need products to get them to their best. By Gatorade using the catch phrase in the first part of their slogan, they are basically saying that if the consumer drinks their sports drink, they will “float like a butterfly” and “sting like a bee.” “Float like a butterfly” can have a lot of meanings. To the consumer, mostly active individuals, this can mean that as they compete, they will seamlessly float as if they belong on the field like a butterfly’s flight belongs in the wind. Just like the “float like a butterfly” part, the “sting like a bee” part can also appeal to the target audience. Because athletes want to do their best when they compete, Gatorade recognized that this part of Muhammad Ali’s catch phrase would best express that by using their products, athletes would achieve their goal. “Sting like a bee” can also have many interpretations. The target audience may interpret this as, since they are drinking a product from Gatorade, they will effectively perform their best when they compete. A bee’s sting is really strong, so in turn, when they compete, they want their performance to be as effective as a bee’s sting strength. “The half the calories, all the G” part
Competition also presents itself in original sports drinks, such as Gatorade (Pepsi) and Powerade (Coca Cola). Furthermore, premixed alcoholic drinks like the Smirnoff range form part of the competition.
This market assessment shows that entry into the market is relatively easy for a company that is well capitalized. In addition on going threats continue from competitors like McDonald’s, Dunkin Donuts and Burger King. The threat of substitution in the beverage is huge and includes soda, fruit juices, smoothies, water, beer and other alcoholic drinks.